Associate Marketing Director - Digital and Consumer Connections
Abbott Laboratories · Taguig City
Primary Function
Drive digital transformation for Abbott Nutrition (ANI) Philippines through developing profound understanding of the digital consumer journey and leverage the digital touchpoints to deliver incremental reach, higher traffic / conversion to e-commerce and level up CRM registration and engagement.
- Oversee development and execution of annual activation & CRM plans across all brands with clear KPI’s and participate as required in presentations to Abbott senior management.
- Creates and oversees the execution of end to end consumer journey to maximize consumer lifetime value
- Leads the tracking & analysis of performance to ensure KPIs are met & initiates corrective measures where necessary
Major Responsibilities
Digital
To guide the brand teams in development & execution of best in class digital campaigns with clear linkage to E-commerce and CRM to complete consumer journey and achieve / exceed the agreed KPI’s & ROI targets
- Identify the right partners and agencies for digital & mobile first content, community management, advising on content strategy, identification of digital influencers / KOL management with ability to penetrate into dark social and closed group communities
- Own the management of ANI digital channels – websites, FB / YT, viber, whatsapp and estore
- To guide & direct the brand marketing team and partner agencies to execute their digital campaigns delivering against brand objectives, in line with ANI & local regulatory policies.
- Monitor and analyze digital KPI’s competitive activity to recommend corrective actions and / or opportunities to over deliver.
- Help build marketing team’s digital capability to achieve digital transformation in the organization.
CRM
- Be an active member of the marketing team for overall business planning & decision-making.
- Based on a profound understanding of the consumer journey and how to leverage the right touchpoints especially digital to maximize new user generation & retention, this person is responsible for working with brand teams to develop annual direct to consumer engagement plan which involves recruiting new users, validating them, retain better & improve lifetime value along with calendar for all brands within their portfolio aligned with the brand objectives.
- From consumer acquisition in retail to driving industry best practices in terms of CRM strategy and propose desired changes to be market competitive.
- Oversee call centre team, identify the staffing needs, right technologies/ modes of engagement, with each consumer segment based on local understanding. Supported by analyst in the team for the operations management of the team.
- Ability to work with and implement capabilities within the salesforce platform (SFDC and SFMC) – direct to consumer and marketing cloud capabilities
- Develops a framework and dashboard to accurately measure, analyze and report performance; continually assessing the cost of acquisition and retention and provide an understanding of which channels/ programs are more effective than to drive improved return on investment & prioritization of resources.
- In partnership with brand marketing, lead the development of consumer segmentation with tailored and relevant marketing messages to maximize effectiveness of campaigns.
- Develop partnerships with external agencies and regularly evaluate & assess their performance propose arising opportunities or to address upcoming challenges
- Lead the S&OP for managing consumer inquires and complaints
- Develop partnerships with key retail and relevant database partners to increase recruitment & retention of users for the brands
- Assesses competitive strategies as well as market insights to make recommendations to maximize the CRM programs
- Controls the CRM budget with rigorous tracking & prioritization to deliver on business plan commitments.
- Interacts well internally and externally with executive level management, Area & Central teams, outside regulatory bodies, agencies, customers, vendors and/or suppliers
Requirements
- Bachelor's Degree. MBA is an added advantage
- Minimum 10 years of experience in marketing, preferably with prior experience in both CRM and digital marketing
- Experienced with Salesforce platforms will be a plus
- Experienced in managing agencies & multifunctional teams is a must.
- Proven success record in digital marketing and digital sales capability
- Strong leadership with demonstrated financial, analytic and organization management skills
- Database marketing & CRM, data analytics & segmentation
- P&L responsibility
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